Sony partners with Double Fusion

Sony Computer Entertainment Europe and SCE America have signed a deal with in-game advertising firm Double Fusion to bring its advertising to the PS3.

Although Sony had previously signed a deal with IGA to provide PS3 in-game advertising, the addition of a second ad provider is a sign that the PS3 market will be an open one, with developers and publishers able to choose their own partner - a direct contrast to Microsoft, whose Xbox 360 advertising system is run by its Massive division.

"The PS3 is open for the ad business," said Phil Rosenberg, senior vice president, SCEA. "We are very excited about hosting contextually relevant and well-crafted creative advertising on PS3. PlayStation is taking a major role in enabling this fast-developing sector that is both positive and inevitable for the games medium."

Double Fusion president and CEO Jonathan Epstein added: "We have already received tremendous support from publishers who want to incorporate ads into their PS3 games, across all of the regions of the world. We are very excited to work with SCE on this and PS3 will add a vast number of players to our already robust network. SCE’s participation strengthens the in-game advertising ecosystem.”